Bugaboos Eyewear breaks Ride for Real campaign
By Adnews Staff
Bugaboos Eyewear of North Vancouver has begun a new campaign called "Ride for Real" for its 2007-2008 line of Ryders athletic eyewear. The campaign, created by Subplot Design of Vancouver, consists of specialty magazine ads along with point-of-sale displays, Web materials and promotional activities. The creative makes use of photographs of three competitive bicycle riders, Jay Hoots, Jen Seger and Shaums March, smeared with grass, blood and dust respectively. "Subplot has given us a campaign which speaks volumes about who we are, and has managed to work some very strategic requirements for endorsed riders and product shots into a very powerful and unique campaign", said Kevin Greenwood, marketing manager for Bugaboos. "Ride for Real may change in how it looks over time, but it will definitely be with us for a number of years because of how well it expresses our brand."